Trumpchi

trumpchiChinese car manufacturer GAC Motor is considering changing the name of the company’s main automotive company, Trumpchi. And you would not believe the reason behind it.

The name ‘Trumpchi’ resembles the Chinese word Chuanqi, which translates to something like ‘legendary’. But now the car company want to expand its market to the US. And that’s where it becomes tricky.

The brand Trumpchi can distract people, according to the design director at GAC Motor: “We saw people laughing and taking photos of this particular detail, on social media and other websites. When we read all this feedback, we realized that it might not be a good promotion for the brand.”

The resemblance to the name of US President Donald Trump was completely unintentional, of course: “We did not know he would become president”, said Feng Xingya, president of GAC Group. Resistance against the president is high in US. And GAC Motor do not want this to negatively affect its brand.”

The automaker, the fifth largest in China, now expects to sell cars in the United States in 2019. The new name has not yet been revealed.

Erwin Hauër

“Hoop is geen strategie.”

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